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BizReport : Loyalty Marketing : October 15, 2013

Study: Are brands moving away from email?

Email, print and display advertising aren't exactly going the way of the dinosaur, but many marketers are looking for a bigger return on their ad dollars. That return, according to new data out from Cardlytics, may come in a push for more ad dollars to go toward card/loyalty programs.

by Kristina Knight

According to the Cardlytics 2013 State of Card-Linked Marketing (CLM) report:

• 75% of marketers believe card-linked offers are a 'suitable replacement' for email, coupons, newspaper and online search advertising and TV ads
• 49% say card linked offers increase their ability to reach customers
• 45% say card linked offers increase their targeting options

"Marketers value the information they believe can be obtained through Card-Linked Marketing," said Kasey Byrne, Senior Vice President of Marketing, Cardlytics. "The results of this study show demonstrate that marketing professionals see Card-Linked Marketing as a valuable tool. With Card-Linked Marketing marketers can reach a targeted audience while providing consumers with the best deals for saving money."

Some marketers also say CLM methods give them insight into spending trends, where people shop throughout the year and the number of visits to stores - all insights that the brands can then use to better target offers to increase spending in their stores.

As for when marketers believe card linked offers give the best return on investment, Christmas and Back to School shopping seasons topped the list, along with before payday, during economic downturns and on Tax Day.

Image via Shutterstock

Tags: build loyalty, card linked marketing, Cardlytics, loyal customer, loyalty cards, loyalty marketing

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  • Card linked offers are only a "suitable replacement" if the customer fully understands what all of the offers are to take advantage of them. The offers need to be relevant to their needs. There is no point in a loyalty program if the rewards aren't something that interests your customers.



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